The word `ego’ tends to be tagged with negative nuances, but statement fashion brand Egoist sets itself apart from the traditional understanding of the term. Egoist was founded on Freudian philosophy, rather his prominent paper titled `The Ego and the Id’ outlining the concept of ego and egoism, an analytical study of the human psyche.
Egoist founders and husband and wife duo, Vlad and Natalya Levada, evolved upon this concept to create a fashion brand in 2012 that has delivered a `twisted’ and `complex’ design collaboration, focused on quality and affordability.
“The meaning of egoist is “one devoted to one’s own interests” – in this particular instance we were relating to one’s own interests of looking good,” said Vlad.
“The name, although it may sound `negative’ to some people and some may even find it weird, it all has to do with the fact that it’s `ok’ for each and every one (of us) to be an egoist to a certain extent.
“After all, there’s nothing wrong with being devoted to your own interests. And appearance is an important factor of feeling good.”
We caught up with Vlad to explore the inspirations and driving design influences behind the brand; their future plan for global domination; and exhibiting for the first time at Streetlab from August 26-28 at the Australian Technology Park. For more information or to register, visit streetlab.com.au